Mailbag September 2005

By Stephen Hitchcock

Reprinted from Contributions Magazine

Q: In our special appeals, which are highly emotional, am I crossing the line if I weave a story around a composite, that is, fictional person who benefits from our services?

A: In many instances, you'll be "crossing the line" if you don't use composites. The laws related to HIPAA (privacy of medical information) prevent you from using specific information about specific individuals without going through an arduous approval process. Even with the approval, many fundraisers would cite ethical concerns about revealing the identity of a client or beneficiary of your organization.

Thus I believe it makes a lot of sense to use a composite characterization. I would draw "the line" at a completely fictional person, one unlike any individual or group of persons your organization serves. And I would certainly advocate that you indicate in your letter that you are not using the individual's real name and that you are including elements from several different persons. Donors will both understand and appreciate your honesty.

What's more, your composite will be more effective in achieving what should be the aim of any fundraising appeal: to give your reader a sense of how their gift makes a big difference in the lives of real people. And when you do that, you also have the opportunity to express appreciation for the donor's generosity, which makes all this possible.

By the way, I hope your appeals are highly emotional. Emotions are what motivate people to give. Deeply held values and beliefs — protecting the environment, standing up for human rights, saving the lives of children, and educating another generation — are fundamentally emotional convictions. And the best way to activate those emotions (but not the only way nor the only type of letter you should write) is to tell stories about individuals touched by your organization.